上海香菸廣告梅蘭芳京劇圖像研究——以京劇鼎盛期為例

The Studying of Mei Lan-Fang's Images of Peking Opera on the Cigarette Advertisements in Shanghai During the Heyday of Peking Opera

捲菸工業是上海最依靠廣告的行業之一，當時香菸廣告使用的素材。有數量頗為可觀的京劇相關圖像。其中機率最頻繁且延續年代最久，以各種造型，姿態在這些商品廣告與包裝上出現的名伶是梅蘭芳，菸商的選擇反映了消費者的崇拜趨向，梅蘭芳長期存在於香煙廣告媒介中可見梅蘭芳在消費者七中是京劇的代表人物，也是讓京劇有時尚指標意義的推手，但梅蘭芳之所以能長期獨佔香煙廣告版面，有一個相當重要的原因：梅蘭芳男身塑女形的性別曖昧。這種曖昧正好可以藉由香煙廣告中對香菸挑逗兩性情慾的主題傳統，迎合香菸消費者憑藉想像滿足本能愛慾渴望之狂想，而對大部分消費者來說，也只有透過購買香菸，蒐集偶像倩影，才能間接滿足此願望。

Cigarette industry was one of the most dependent on the advertisements in Shanghai.Tobacco merchants use a lot of image of actor in Peking Opera on their advertisements . In that time, Mei Lan-Fang appears in the Cigarette Advertisements most often. It reflected Peking Opera is the leader of the fahion, and the changes of Mei Lan-Fang's status in Peking Opera. Mei Lan-Fang appears in the Cigarette Advertisements most often, because Mei Lan-Fang is an actor who act female roles always. It meets the imagination of the romance in the smokers' minds.